PROMOTIONAL STRATEGY DESIGN USING SOCIAL MEDIA INSTAGRAM AT WISHAN MEDIKA HEALTH CLINIC

• Main Author: Silaban, David
• Format: Final Project
• Language: Indonesia
• Subjects: Teknik (Rekayasa, enjinering dan kegiatan berkaitan)
• Online Access: https://digilib.itb.ac.id/gdl/view/79288
• Institution: Institut Teknologi Bandung

Wishan Medika Health Clinic is a health service located in Ciputat, South Tangerang. The products and services provided now, not only at the clinic, but also to other locations with home care and home visit services. Discussion conducted with the director and general manager of the company resulted that the Wishan Medika Health Clinic should take advantage of Instagram that was previously owned in order to able to increase promotions and reach more customers. This research aims to design a good promotional strategy for Wishan Medika based on features available on Instagram itself and other forms of promotion that can be implemented by the company. These forms of promotion are classified based on the marketing channels, into owned media and paid media. The implementation of earned media is not applied because there is no related data yet. The forms of promotion on owned media consist of: optimization of profiles and feed design, uploading various type of content, using hashtags on uploaded content, and follow-unfollow strategies. While the forms of promotion on paid media consist of: promotion with Instagram Ads and giveaways (contest). Then carried out the implementation and measurement of the promotional strategy design that has been made. Through promotional strategies using social media Instagram, Wishan Medika able to reach a wider audience. However, based on promotional strategy design whose performance has been measured, it turns out that not all of these promotional activities gave good results to Wishan Medika.